Health Canada should reinstate
ParticipAction fundingAdvertising convinced a generation
of Canadians to get fit

The recent cancellation of the ParticipAction program, is
another example of our country's belt tightening approach: hit
programs that benefit the young, and leave those targeting seniors
untouched. But this time, policy makers are being too clever
by half.

Recently I went cross-country skiing at Cap St-Jacques. The
experience was a shock to my sorry, out-of-shape 37-year old
body. At least a half dozen seniors passed by me during the run.
They were friendly enough, often giving me encouraging, sympathetic
smiles as they raced ahead. But this did little to soothe my
damaged ego.

Many of those seniors were products of ParticipAction's advertising.
In the 1970s, the organization ran a ground breaking ad comparing
the health of the average 35 year old Canadian, with that of
a 60-year old Swede.

That stunningly simple ad shocked a generation of Canadians
by demonstrating the importance of physical activity in contributing
to a healthy lifestyle. Similar ads followed, and the results
were impressive. According to ParticipAction data, the number
of "regularly active Canadians" increased from 5% in
1971 - the year the program was founded -to 35% in 1995.

It's hard to know how much of this is due to ParticipAction's
advertising, but there are indications its contribution was substantial.
Someone in his 60s today, would have been in his 30s when those
ads ran. It's probably no coincidence, that today's seniors -
who were exposed to those ads -- are much more active and fit
than their predecessors.

But today's youngsters will no longer benefit from ParticipAction
programs. Budget cuts over the last decade had already almost
emasculated the agency's effectiveness. Much of its recent advertising
has been largely forgettable. But the program's demise comes
precisely at a time when younger Canadians need it most.

The Internet economy - which our youth are more tied into
- is starting to have an effect on their already sedentary lifestyle.
Although television time may be down a bit, youngsters with Net
access are spending about eight hours a week online. That total
does not include video games.

It's no surprise that the number of obese kids, between the
ages of seven and fifteen has doubled. Even in the height of
summer, many suburban parks are like ghost towns, as our children
wallow at home in their couches.

But it's not just kids. Much of our country's productivity
increases are due to the longer hours Canadians are working.
Recognizing these longer workdays, one Montreal ad agency even
employs a chef to serve employees breakfast at the office. The
longer hours leave employees less time for exercise. That means
more stress, and greater absenteeism.

Our youth need the health information generated by the ParticipAction
program more than ever.

But the vast majority of government cutbacks over the last
20 years, have hit programs that disproportionately benefit the
young such as education, family allowances and welfare.

But few governments have dared interfere with programs targeting
seniors. For example governments had been trimming budgets for
more than a decade before they touched health care - which disproportionately
benefits seniors. And the outcry was so large much of the funding
is being restored.

Ever since Brian Mulroney's failed attempt to balance spending
cuts across generations by trimming federal pensions, governments
have left the elderly alone.

The reasons are simple. Seniors form a growing proportion
of the population, they have lots of time to follow the political
process and most importantly: they vote. Younger Canadians --
increasingly disenchanted with the process - are far less likely
to follow it, and even if they voted more, their small numbers
would have little impact.

But the baby boomers and seniors who control the political
process ought to realize that cutting ParticipAction is not the
answer. This year, the first of Canada's post-war baby boomers
turn 55, the age many expect to retire at. Soon after, they will
begin collecting pensions from the Canadian government.

When that massive generation has finished its transition into
retirement, there are expected to be only two working Canadians
for each retiree. But there was little money put away to fund
those pensions. These are to paid for by taxes levied on today's
youngsters.

If Canada's youth are going to work the long hours to pay
the taxes required to fund our country's growing pension and
health care costs, they are going to have to be in good shape.

The cheapest way to do that is to get them to stay active.
And that means restoring ParticipAction funding.